Ted:What! You can only install EA games so many times! WTF!
As far as I know, they have only done this particular DRM scheme on one other game so far. It's either Mass Effect or BioShock. I can never remember which. But basically, you can only install it on up to three machines. Ever. Now, you can install and reinstall on those 3 machines as often as you'd like, apparently, but if you try to put it on a 4th machine (new computer, or major upgrade to an existing computer, for example), the game won't let you. Then you have to call EA and plead and beg and convince them that you're a good little consumer, and hope that they decide to allow you to install it a 4th time. From what I understand right now, it's pretty painless. But there's nothing to say that that won't change in the future. Then there's the fact that it's using authentication servers to track this info. What happens when they decide to take down the servers years from now, to save money? Then you won't be able to install it at all. So you're paying $50 to rent a game for as long as EA decides to allow it.
Then there's the whole SecuROM issue too, and what it may or may not do to your computer. My problem is that they do all this in the name of combating piracy. Except they're doing all of this shit to the customers that DID shell out the money, while the pirates don't have to deal with any of this crap. For fuck's sake, the game was cracked and all over the internet several days before the game was even released to retail. I found links to several torrents for the game without even trying. Talk about bass ackwards.
I think this whole thing is more of an attack on the second-hand game market than combating piracy. Who will buy a copy of Spore used, not knowing if the three installations have all been used up? Good luck getting EA to recognize a receipt from a used game store (or eBay, or your friend who didn't want the game anymore) as valid proof of ownership of the game. I don't appreciate them violating the first-sale doctrine in this manner, and as much as I was looking forward to Red Alert 3, since this game will also have a similar DRM scheme, they won't be getting my money for that either. Or, as I have said, any EA product until they stop this bullshit.
Of course, since I refuse to pirate games either, I will be a sad panda when Red Alert 3 is released.